Copywriting for the Electronic Media: A Practical Guide / Edition 4

Copywriting for the Electronic Media: A Practical Guide / Edition 4

by Milan D. Meeske
     
 

ISBN-10: 0534526608

ISBN-13: 9780534526603

Pub. Date: 07/26/2001

Publisher: Cengage Learning

This text helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. It begins with the introduction of the basic principles and techniques of good copywriting, then moves on to dozens of skill-building exercises to put them into practice. Nearly 80 writing assignments and numerous examples of actual

Overview

This text helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. It begins with the introduction of the basic principles and techniques of good copywriting, then moves on to dozens of skill-building exercises to put them into practice. Nearly 80 writing assignments and numerous examples of actual scripts, storyboards, PSAs, and promotional spots prepare students to write short, persuasive messages for local stations and cable systems, where most beginning copywriting jobs are found.

Product Details

ISBN-13:
9780534526603
Publisher:
Cengage Learning
Publication date:
07/26/2001
Series:
Radio/TV/Film Series
Edition description:
Older Edition
Pages:
320
Product dimensions:
8.26(w) x 10.76(h) x 0.49(d)

Table of Contents

Part 1: THE BROADCAST COPYWRITER. 1. The Broadcast Copywriter. 2. Copywriting Style-Basic Mechanics. 3. The Legal and Ethical Implications of Writing Copy. Part 2: ADVERTISING BASICS. 4. Consumer Behavior. 5. Motivation. Part 3: COMMERCIAL COPYWRITING RULES. 6. Organizing the Broadcast Commercial. 7. Broadcast Copy Preparation. Part 4: RADIO AND TELEVISION COPYWRITING. 8. The Radio Commercial: The Mechanics. 9. Types of Radio Copy. 10. The Television Commercial: The Mechanics. 11. Types of Television Commercials. Part 5: COPYWRITING FOR OTHER TYPES OF MEDIA. 12. Promotion. 13. Public Service, Issue and Political Announcements. 14. The Broadcast Campaign. 15. Writing News Stories. 16. Writing for the Internet. 17. Corporate Programs. 18. Writing the Teleplay.

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